What a great way to promote your email database via Twitter.
Nice job Pickwick! I know I’m intrigued…
This is why you never, ever make your emails one solid image.
Images are blocked by default in most email clients.
I am so surprised that, in 2012, I still get emails like this!
Best practices abound. There is no excuse.
Great new email marketing stats from Mailer Mailer and eConsultancy:
- 70% of messages are opened within the first 16 hours
- Messages scheduled for Sunday had higher open and click rates as did ones that were scheduled for midnight
- 15.2% open rate for messages with 4-15 character subject lines
Mobile email stats: infographic
With stats like these, all businesses need to start optimizing their email campaigns for mobile, like, yesterday.
- A new study finds the majority of email messages will be read on mobile devices by the end of 2012
- 88% of people check their email via mobile on a daily basis
- 50% of US cell phone owners have a smart phone + 51% of that audience accesses Facebook via their phone (How do Americans use their smartphones)
Despite this, many companies have yet to adapt. Econsultancy’s recent Email Marketing Census found that 39% had no strategy for mobile email, while 48% were unaware how many of their emails were opened on phones.
The Secret Formula for Subject Lines: 3 Tips
What’s the secret formula for subject lines?
Opt-in or permission-based email is one of the most powerful marketing channels. Why? These people have taken the time to raise their hand and say “Yes, brand, please send me your messages directly into my email inbox.” You don’t get that with a billboard or a television ad.
Despite the influx of online marketing channels, it’s important to note that 92% of online adults still use email.
If you want to keep people opted-in and looking forward to your emails, take great care each and every time you hit the “send” button. Thank these members of your email database regularly for allowing you into their “online home” and be thoughtful in what you’re sending to remain in good standing with your recipients.
If you want to get your emails opened, not only does the content matter, but getting them to open it in the first place is step 1. Here are some tips for how to do that.
Be Direct
According to 40 million emails analyzed by MailChimp:
Your subject line should (drum roll please): Describe the subject of your email. Yep, that’s it.
The basic takeaway from their study was the fact that the content and the subject line should match the expectations of what the recipient signed up for in the first place.
It’s all about expectations. Don’t confuse newsletters with promotions and vice versa.
Email newsletters are for “soft selling.” It’s a customer relationship management channel and a way to establish long-term conversation and engagement.
Special offer or promotional emails are the appropriate type of email to do “hard selling” with - it’s what your recipient expected when they specifically opted in.
Be Brief
Keep your subject line under 50 characters. The best email subject lines are short, descriptive and provide the reader with a reason to explore your message further.
Many email clients only display the first 50 characters or so as well, so it’s a good idea to optimize your subject lines accordingly.
Be Real
You will lose in the long run if you look at writing your subject lines like advertisements. Not only does WRITING IN CALL CAPS or stuffing your subject line with words like “Amazing,” “Guarantee” and even “Free” trigger spam filters, recipients are turned off by anything that even hints at junk mail in the first place. It’s best to avoid special characters like the dollar symbol ($) and the exclamation point (!) as well.
When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside.
If you’d like to learn more, these are some of my favorite resources online:
Do you have any tips? Follow me on Twitter @emilythousand to continue the conversation
